Response! : the complete guide to profitable direct marketing / Lois K. Geller
- Bib ID:
- 1285900
- Format:
- Book
- Author:
- Geller, Lois K., 1944-
- Related Online Resources:
- Publisher description
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- Description:
-
- New York : Free Press, c1996
- xxv, 351 p. : ill. ; 24 cm.
- ISBN:
- 0684827417
- Summary:
-
In Response!, Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, Response! is the authoritative source for Direct Marketing strategies and techniques.
- Full contents:
-
- 1. Why Go Direct?
- 2. Elements of an Effective Offer
- 3. Identifying Your Customers
- 4. Creative Techniques for Successful Direct Mail Packages
- 5. Distinctive Direct Response Advertising
- 6. Catalog Connections
- 7. Fulfilling Orders and Expectations
- 8. Costs and Mail Order Math
- 9. Planning Your Campaign
- 10. Loyalty Programs: Frequent Flyers, Frequent Buyers
- 11. Direct Marketing for Big Business
- 12. Direct Marketing for Small to Midsize Businesses
- 13. Twenty-first-Century Direct Marketing
- 14. Direct Marketing Around the World
- 15. The Successful Marketer
- Appendix. Direct Marketing Resource Directory.
- Notes:
- Includes index.
- Subject:
- Direct marketing
- Copyright:
-
Copyright Undetermined
You may have full rights to copy, or may be able to copy only under some circumstances, for example a portion for research or study. Order a copy through Copies Direct to the extent allowed under fair dealing. Contact us for further information about copying.
- Reason for copyright status:
- Since 70 [Created/Published Date + 70 Years]
Copyright status was determined using the following information:
- Material type:
- Literary Dramatic Musical
- Published status:
- Unpublished
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